Neural networks in marketing: using artificial intelligence to increase the efficiency of companies

The article discusses the use of such a development as neural networks in marketing activities, their impact on improving the efficiency of activities, competitiveness and image of companies. The areas in which artificial intelligence is currently of the greatest importance are highlighted, and the most popular and used types of neural networks for solving marketing problems are indicated. The concepts of “artificial intelligence” and “neural network” are summarized, the role of each area of using neural networks in the company’s activities is formulated and substantiated. The principles of using neural networks and artificial intelligence by companies for dynamic pricing in situations where prices for goods and services are constantly changing depending on changes in supply and demand are defined. Also, the possibility of analyzing user data to determine the profile of the target market in order to identify consumer preferences is described, which, in turn, can help marketing specialists offer effective strategies for companies. The relevance of this study lies in the growing importance of machine learning and artificial intelligence both in marketing and in business in general. The use of neural networks in marketing plays an important role, allowing to increase the effectiveness of marketing strategies and campaigns, and also helps to attract new consumers and improve interaction with existing ones.